Deck 7: Promoting Services and Educating Customers

Question 1

Blogs and other online media can be seen as lying in between WOM and online media.

Answer 1

True

Question 2

Corporate design includes ____________.

A)trademarked symbols
B)tangible, recognizable symbols
C)corporate colors.
D)All of the above.

Answer 2

D

Question 3

Communication in the servicescape can be used to manage consumer behavior during service encounter.

Answer 3

True

Question 4

One of the challenges in service communication is problem of intangibility.

Question 5

Service delivery channels include ____________.

A)Service outlets
B)Self-service delivery points
C)Front-line employees
D)All of the above

Question 6

Corporate design ties together and reinforces all communications to deliver strong brand identity.

Question 7

Subjective claims in service marketing can be presented through a testimonial.

Question 8

A sticky site is

A)slow to download
B)not updated frequently
C)high in quality content
D)Only a & b.

Question 9

An effective communication strategy does NOT consider which of the following?

A)Prospective buyer
B)Consumer's media habits
C)Employee preference
D)Content, structure and style of message

Question 10

Direct marketing is a form of ____________.

A)personal channel
B)non-personal channel
C)mass media
D)Above the line

Question 11

Communication objectives are "what" decisions while "where" and "how" are tactical decisions.

Question 12

Corporate communication is essential to ensure that a consistent style and message is communicated through all the channels

Question 13

In order to manage service encounter, services communication tries to ____________.

A)build awareness
B)manage customer satisfaction
C)develop liking
D)familiarize customers with the service process in advance

Question 14

Non-personal mass media tend to be effective in creating awareness and positioning the service.

Question 15

Which of the following is not a role played by service marketing communications?

A)Add value through communication content.
B)Facilitate customer involvement in service production.
C)Positioning to attract investors.
D)Stimulate or dampen demand to match capacity.
E)Position and differentiate the service.

Question 16

Problems of intangibility include which of the following?

A)Clutter
B)Creative
C)Non-searchability
D)Message design

Question 17

The timing of communication is typically managed with the help of a media plan.

Question 18

Which of the following does NOT represent sales promotion considerations?

A)Focus on permission-based marketing
B)Provide an incentive for purchase
C)Time specificity
D)Customer group focus

Question 19

The AIDA model moves from cognitive to affective to behavioural responses.

Question 20

Which of the following is not a communication objective?

A)Position the brand
B)Manage customer search
C)Manage customer satisfaction
D)Manage communication channels

Question 21

____________ refers to a group of technologies for distributing audio or video programs over the Internet using a publisher/subscriber method.

A)Podcasting
B)Webcasting
C)Websiting
D)Webenabling
E)Webscribing

Question 22

Give an example of how Starbucks can show the contribution of service personnel and backstage operations.

Question 23

DHL gained significant favorable publicity when it safely transported two giant pandas from Chengdu, China to the National Zoo in Washington, D.C.

Question 24

_____________ technology facilitates the rise of user-generated content.

A)Podcasting
B)Narrowcasting
C)TiVo
D)YouTube
E)Web 2.0

Question 25

Describe the differences between traditional marketing communication strategies and service business communication strategies.

Question 26

List the five W's in the checklist for marketing communications planning.

Question 27

Who are the targeted audiences for services communication?

Question 28

List an advertising strategy used to overcome non-searchability aspects of a service.

Question 29

EBay Social Shopping uses product recommendations from blogs to help people make decisions about Christmas presents.

Question 30

What are some communications tasks that marketers use the internet for?

Question 31

SAS International Hotels devised which of the following sales promotions targeted at older consumers?

A)First to provide senior citizen discounts.
B)Provided a discount percent equivalent to their age.
C)A free hotel room if large family gatherings were held at the hotel.
D)Free ballroom service for large family gatherings.
E)Discount for large family gatherings.

Question 32

Give an example of a metaphor used to communicate a firm's value proposition.

Question 33

What form of communication, or communication medium, has made Google immensely successful?

Question 34

Advertising serves to build awareness, inform, persuade, and remind.

Question 35

What are the common communication objectives along the communication funnel?

Question 36

Communication can be used to manage customers only at the pre-stage.

Question 37

Fedex's Panda One is built on ____________.

A)direct marketing
B)advertising
C)personal selling
D)sales promotion
E)public relations

Question 38

____________ uses the metaphor of a strong commitment to appeal to their customers.

A)Prudential
B)Allstate
C)Accenture
D)MasterCard
E)Merrill Lynch

Question 39

EasyJet built a very successful model based on banner advertising.

Question 40

Discuss some of the key planning considerations of marketing communications.

Question 41

According to the chapter, why are BP's bright green and yellow, Texaco's red, black and white, and Sunoco's blue, maroon, and yellow so strikingly different?

Question 42

Discuss the impact that technology like TiVo has on marketing communications efforts.

Question 43

Discuss mental impalpability and provide two examples of strategies in advertising used by some firms to overcome mental impalpability.

Question 44

What is one of the most widely recognized corporate symbols in the world?

Question 45

Discuss how firms use symbols as a basis for corporate branding.